CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

Year 2017, , 290 - 301, 30.06.2017

Ozlem Catli Aysegul Ermec Sertoglu , Husniye Ors

https://doi.org/10.17261/Pressacademia.2017.414

Abstract

This
study aims to compare consumers' brand perception of traditional brands with
brand perceptions of non-traditional brands.  Consumers living
in Ankara constitute the universe of work, and data were gathered in a
face-to-face interview using the survey method. the demographic characteristics
of the participants was prepared with the aim of evaluating and comparing one
traditional brand and one non traditional brand of brand equity related to the
brand equity by the participants. According to the results of the study, the
brand  equity perceptions of the
traditional brands were found to be higher than the brand perceptions of the
non-traditional brands. It
has been found that there is a difference between perceptions of brand equity
related to traditional and non-traditional brands, and that this difference is
in favor of traditional brands. 

 

Keywords

Traditional brand, brand equity, association, awareness, loyalty, perceived quality

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